Describe the objective of the promotion.
Cordaid, a Dutch NGO, wanted to explore the possibilities of an online campaign to generate donations to help the desperate situation of refugees in South Sudan. It’s hard to get attention online for the situation in South Sudan, so we needed to find a clear and appealing status message that could be easily spread via online influentials.

Describe how the promotion developed from concept to implementation.
Street View is a great way of looking into the environments of others. What if you could take a look into a third world country at war? If you read about this on Twitter or Facebook you’d be more likely to click and watch. But this particular Street View isn’t designed to explore for a long time; after 15 seconds we take control of the view and focus on a real story of a real refugee (video). She has fled the rebels where she’d been raped for three months. Having heard her story it’s difficult to resist the plea for a donation.

Explain why the method of promotion was most relevant to the product or service.
Traditional ways of asking for donations seem to lose their effect on consumers. People tend to look away when confronted with the suffering of others, and even more when asked to donate money for charity. This campaign combines a confronting message and the possibility to donate. All can be seen and paid online.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After 6 days 125,000 visitors viewed Street View Sudan, 1% of whom reacted to the story with a donation (10 euro’s minimum).